Cider/Perry in Denmark

Denmark cider market: Cult the key player during 2012 with 53% volume share

2014-01-28 12:30:02 - Cider/Perry in Denmark - a new market research report on companiesandmarkets.com

Cult led the Denmark cider market with a 53% total volume share in 2012. The company is at the forefront of innovation and a leader in cider/perry where its strategy centres on "RTD style" cider/perry products with added caffeine, guarana, or other energy boosting functional ingredients. So far, Cult has seen off emerging competition in cider/perry from the two largest alcoholic drinks players in Denmark, Carlsberg and Royal Unibrew, which have not yet managed to capture the younger consumer groups as successfully as Cult has.

The cider/perry category, due to a significant tax increase in August 2010, experienced a drastic turn in fortunes as volume sales declined by 49% over 2011 and 2012. Cider/perry was until then posting dynamic growth targeting

mainly the youngest consumer group of teenagers and consumers in their twenties, which, to an increasing extent, has a proportionally higher share of female drinkers and is less inclined towards beer than previous generations. The tax increase, which saw unit prices increase by 53% in the off-trade and by 30% in the on-trade in 2011, was imposed to curb binge drinking among Danish youngsters.

The cider/perry category is likely to see significant investments in product innovation as alcoholic drinks manufactures attempt to address the younger generations of Danes who drink less beer. The changing consumer environment has so far seen the emergence of new player Cult, which has proven most efficient in stimulating the 16 to 30 years old age group´s need for innovation, choice, and variation. The two beer giants, Carlsberg and Royal Unibrew, are however, expected to continue investing heavily in cider/perry, perhaps also taking inspiration from Cult.

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